The much awaited return of the 'King of Pop'- Michael Jackson – will see mobile technology used by AEG Live to manage the presale registration process for concert ticket sales.

Tanla Mobile has been selected as AEG Live's partner to provide a mobile short code and be involved in a mobile direct response campaign to allow fans to pre-register for tickets, receive event updates and enter competitions. Fans were also able to pre-register via web which Tanla was not involved in.

The mobile campaign means fans can register their interest for tickets before they are put on sale by simply texting 'MJ' to 81707. Using Tanla's Campaign Manager platform, PINs are then sent free to all those who register via mobile which can be used ahead of general on sale date to get their tickets, subject to availability.

The campaign went live when Jackson arrived in London and has already attracted global attention as the concerts are said by Jackson himself to be his last in the UK. Dates will be further publicised through an extensive media schedule, including the UK's first TV commercial for a music artist to run the entire three and a half minutes of an ad break on Sunday night on ITV1, further supported by press adverts, billboards, tube posters and radio.